The pitch
What walked into the Den
The Snaffling Pig appeared on Dragons' Den in season 14, episode 3, which aired in 2016, pitched by Nick Coleman and Andrew Allen.
In the pitch, The Snaffling Pig asked the Dragons for £70,000 for 20% of the business, valuing the business at about £350,000.
After the show
What happened next
On air, The Snaffling Pig agreed a deal of £70,000 for 20%, backed by NickJenkins. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
Nick Jenkins came in solo on The Snaffling Pig at the founders' own terms, £70,000 for 20%, a £350,000 valuation. Nick Coleman and Andrew Allen gave up only a fifth of their gourmet pork-crackling company to land him, a founder-friendly ratio for a snack brand pitching in front of investors who know branding well.
Jenkins built and sold a major online gifting business before joining the Den, so his appetite for a product with clear impulse and gifting appeal fits his own track record. Accepting the ask without carving out extra equity suggests he rated the brand as pitched.
A single Dragon, the asked terms, only a fifth conceded.
